During the last year or so, Facebook has taken a beating
about the company’s apparent lack of foresight into the
According to the company’s fourth-quarter report, around
680 million of the company’s one billion monthly active
users access Facebook from mobile devices. But right now
it’s up to brands and business to make sure that any
marketing efforts they add to Facebook are mobile friendly,
including custom apps, email, advertising, etc.
Here are five things you can do until Facebook fine-tunes
its mobile experience:
1. Target Sponsored Stories to mobile users. Facebook
allows Ads Managers to place ads so they’re viewable just
on desktops, on desktops and mobile devices, or on mobile
devices only. The “mobile only” ads are limited to
Sponsored Stories, so when you have an important update on
your Page you can opt to pay for Sponsored Story that will
show up in your fans’ News Feeds and networks on their
mobile devices. If you’re not sure whether mobile or
desktop Facebook ads perform best for your brand, do a A/B
testing so you can compare results.You don’t want to throw
money at something that doesn’t perform.
2. If you send email about your Facebook campaigns, or
collect user data via email, make sure your email is mobile
friendly. Part of a running a good Facebook campaign is
promoting it. So make sure your promotion efforts are
easily viewable on mobile, including anything you send via
email. From time to time I’ll read reports that say email
marketing is dying, but that’s just not true. According to
MailChimp, 40 percent of Americans who use mobile devices
currently read email on them; by 2017 a Forrester Research
Email Marketing Forecast anticipates that number will jump
to 78 percent. And according to another survey, two-thirds
of people under age 30 use a smartphone or cell phone to
In previous articles I’ve discussed collecting data through
custom apps and this includes building your email list. If
you’re building your email list through a custom app on
Facebook, it’s important that the emails you send are
mobile friendly. Why? Because according to research put out
by Econsultancy last year, when people receive email that
isn’t optimized for mobile, they close it immediately. You
don’t want to be the sender of that kind of email.
Make sure your subject lines are always short and sweet.
Since your mobile users are probably multi-tasking, i.e.,
distracted and not giving your email the full attention it
might deserve, use a direct call-to-action. For example,
“50% off for today only!” or “Here are our top 10 bookmarks
from this week.” If possible include special offers that
are only available to mobile users. According to e-Dialog,
18 percent of consumers who opt in to mobile marketing
messages do it to access special deals.
3. If you have a brick-and-mortar business, integrate
mobile with your other efforts. You want to make sure that
when customers come to your store, they have an experience
that’s consistent with their online experiences. To
integrate mobile with brick-and-mortar, consider creating
table tents or signs that have QR codes that will take
customers to your Facebook Page.
From there they can Like your Page, sign up for coupons,
special events and newsletters, and gain access to Facebook
coupons and deals, including whisper codes. Whisper codes
are special offers that given in Facebook status updates to
friends/followers of a business who later can “whisper” the
offer they read about to the cashier or server to redeem it.
You can also incentivize check-ins at your store or
restaurant by offering an instant discount or a coupon for
a future visit. Bonus: Whenever someone checks in to your
place of business, the announcement appears in their
friends’ News Feeds making check-ins great word-of-mouth
marketing. Encourage your users to share whenever possible!
4. Make sure your Facebook apps are mobile capable. What
good is a Facebook contest — or any other Facebook app for
that matter — if your users can’t access it from their
phones and tablets? If you want to prevent frustration for
your users, when you choose a third-party app, make sure
that it has mobile capabilities. This is important because
some apps created for Facebook won’t work on mobile unless
the developer uses “smart” URLs that detect whether the
user is on a mobile device or a desktop. Smart URLs adjust
the content accordingly so it’s easy to see, read and use.
5. Test everything! Facebook’s mobile experience can be
inconsistent so make sure you test your apps and ads from a
few different devices. Do your images load quickly? Do all
of your links work? The last thing you want is for your
users to bail because they have to scroll and scroll and
scroll to read your message or they have to wait too long
for images to load.
In general, you want to make everything possible responsive
— not just your Facebook marketing efforts. Some companies
might not be able to redo their websites to be mobile
responsive. But perhaps you can change your blog theme or,
if you’re an e-commerce site, use a platform like Shopify
that lets you run your business from anywhere and lets your
customers access your store from any device.
You want to make sure that your users don’t have to think
about your content — they should be able to click and
everything should be easy to read.
What changes have you made to make your marketing mobile
friendly on and off of Facebook?
Jim Belosic is the CEO of ShortStack, a self-service custom
app design tool used to create Facebook apps for Facebook
Pages, websites and mobile. Get a Free ebook: Big brand Facebook secrets for small businesses